Translation of Google me's social network "the real life social network"

The following links are available:

Http://news.cnblogs.com/n/73469/

 

The original Article is linked:

Http://www.slideshare.net/padday/the-real-life-social-network-v2

 

This articleArticleI think it is very useful for reference, so I hope more people can participate in the translation. To my disappointment, it turned out to be a PPT two months ago. It means that the PPT is coming soon.

This is a sad fact. Others have already taken the lead.

 

The translation is as follows:

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I will discuss 6 things.

0. The network has undergone fundamental changes.

1. People's offline connections affect their online activities.

2. People always have different relationship groups.

3. How people influence others driven by social networks.

4. Identity Recognition

5. Privacy

 

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At the beginning of the network, only static links to this document gradually become social media, and finally Information Content interaction between people.

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Wherever we go, Facebook's social identities always follow us.

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When we use a search engine, although there is no interaction with people, we search for other people's information. But now the search engine has integrated social tags (Twitter ...)

 

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More people use the Internet to obtain others' information, rather than commercial information. More people discover their interests, rather than our advertisements. This makes it increasingly difficult for sellers to control the flow of information.

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People are increasingly using networks to interact with others, rather than browsing information.

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This trend shows that social networks are becoming a tool to consolidate the relationship between consumers. Therefore, they no longer focus on advertising, sales, and click-through rates.

 

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When we think about the use of the Internet revolution, we always think about technology. Although the technology is changing with each passing day, people who use the technology do not pay much attention to it. They are more concerned with the exchange of technologies.

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In fact, technology has not changed our brains (habits), so social networks are commonplace. We are still building groups, skirts, and social networks that allow us to move from offline to online.

 

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Two problems occurred when we focused on technology.

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People are always overwhelmed by the massive information of SNS. What if you have 100,000 friends on Facebook? There is no interaction between them.

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SNS are becoming more and more complex, causing people to instinctively ignore them.

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When people talk about their own Debris In SNS, this shows a phenomenon of social science rather than the provision of technology. Simply put, technology is changing, but human instinct and motivation have not changed. Therefore, we must understand what motivates people to use technology.

 

The middle piece of nonsense begins to show us the motivation to study people, not technology.

 

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First, there is no "Popular lover" in the world (Millions of Friends ). However, SNS mistakenly believe that we are all popular and have countless friends.

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Offline users always have their own groups for communication and sharing. (Start to list a pair of evidence)

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We tend to have 4 ~ Six groups. Each group is about 2 ~ 10 people.

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Some people try to make communication between different groups, but in fact this is futile.

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People of different groups tend to be independent and rarely communicate with each other.

 

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When we share a delicious dinner experience on Facebook, we find that what an alternative stream (ODD) we share with others is, however, I just want to share my feelings with people, but Facebook is powerless.

 

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This problem shows that "friend" is meaningless in SNS. Only about 12% of SNS groups are established in the name of friends, and only 3% of them are truly friends. Other groups are named based on their own lives.

 

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What does this mean? This shows that we should avoid using the "friend" preference to develop our SNS. Encourage people to build personalized groups. And establish small-scale groups.

 

 

Next, we will analyze how people establish relationships.

 

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Although we have a large number of groups and are very small-sized, even so, the relationship between each group member and me is not equal. We may only be familiar with a few people and discuss fixed topics with fixed people in the group; some close friends may talk to us more deeply.

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These obvious phenomena are not reflected in SNS.

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For more in-depth analysis, for example, opening an IM, we will find that acquaintances are mixed in some categories, and Im is not very good at organizing relationships. Therefore, we often chooseStealth. To escape some secrets. This destroys the relationship between people.

 

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Therefore, we need an architecture that targets different levels of relationships. And focus on strong ties (strong relationships, or close friends ).

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However, research shows that on average, Americans have only four close friends. However, we will meet about 10 people every week.

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What about Facebook? Maybe you are only communicating with four or five of the 130 friends.

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The same is true for telephone calls. We spent 80% of our time calling four closely related people. (Only 2 Skype users)

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Playing video games also shows that people often choose several close friends to play onlinegame together.

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Close friends have a great influence on people.

(TRANSLATOR: Here I want to add that the so-called close friend mentioned above is not "friend" in life, but rather a close friend in a group)

 

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Return to weak ties ). Weak relationships are people we know but don't care about. Research shows that our brain can only remember 150 weak relationships.

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Therefore, when there were 150 original people in the past, they had to split the village.

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So what does SNS do here? It does not increase your actual weak relationship, but it makes them more visible. (I have 328 friends, but in fact the weak relationship is still 150 ). In addition, SNS make it easier for us to establish connections with weak relationships.

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However, as a result, strong relationships (= strong ties = close friends) and weak ties still do not meet our SNS needs, therefore, we need to establish another temporary ties relationship (temporary relationship)

 

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Temporary relationships are becoming more and more common online.

Traditionally, there are relationships between retail stores and salespersons; telephone operators; writers who write yellow pages; Forum Q & A; Comments of your posts; and customers;

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When an activity ends, the temporary relationship no longer exists.

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The core of establishing temporary relationships is trust = trust. Therefore, we have established various review systems (such as voting and recommendation)

 

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According to the above analysis, what type of relationship should we set up SNS, instead of all the relationships.

 

How do people communicate with others?

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People always have their own audiences. In the business field, sellers are more concerned about how to provide the best functional communication platform for customers. Here, speech and text play a major role, followed by face-to-face communication.

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There are usually few people communicating with each other (7 ~ 15), and often occurs in strong ties. In contrast, emails are often used for private communication.

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The personal feelings In SNS are often trivial. Despite all this, research shows that there is a great mystery

1. influence your image in their hearts

2. Maintain and increase your own links.

3. share with people who may be interested

4. Store some resource information

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Therefore, our online communication requires different interactions.

 

 

How do people influence others?

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Most people share the herd effect, and many say it is good. When we need to make decisions, we always rely on others (because we need more information to provide decisions ).

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When we want them to buy our products and services, we need to design mechanisms so that their friends can help them make decisions. For example, forum ,...

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However, "influential people" are often overestimated. In fact, there is no social phenomenon involving hundreds of thousands of people.

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To study this problem of "being affected", we should pay attention to two aspects of the affected person (someone can be influenced:

1. How is their social network (more extensive interpersonal relationships, how information flows in the network, etc)

2. What were their previous experiences?

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Most people have a rebellious character. When idols wear aduma and our friends wear Puma, we prefer Adidas. However, if more of our friends say that Adidas is not good, the idol image will crash immediately.(TRANSLATOR: This section is a bit strange. I hope there is no translation error .)

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However, what will happen when idols wear Adidas and all our friends wear Puma?

 

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Studies show that different people have different influences on us. For example, if there is a big stomach king sitting next to me, I can eat more.

However, we are often influenced by people with close relationships.

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Therefore, people often "Ask friends" to decide whether to shop, buy a car, and choose a job... As an SNS developer, we need to pay attention to this point.

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On the other hand, temporary ties also affect us. For example, if we select music, we will watch others' comments, rather than the quality of music. When we find many people download this song, we will download it.

 

 

How do people interpret themselves in front of others?

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People are very concerned about their appearance and their image in others' eyes.

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For example, when we update our mood, we will consider what others will think.

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People also have different identities (the so-called n-weight character ). In the face of different people, we will deliberately pretend to be different. But when it comes to Facebook, it's a mess.

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Sometimes, we also need to be anonymous. Because we are also afraid of retaliation.

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It is very difficult for SNS to maintain different identities, because groups are easily overlapped. So many people will launch n Facebook accounts to install B.

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According to research, Facebook's profile is the least updated. The profile is updated every week by 12% of people.

 

How do people manage personal privacy?

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Public information is not the same as the information that can be freely published (publicized ).

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Only 8% of Facebook users set their profile to searchable. 64% of users are set to only visible to friends.

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People often underestimate the number of their fans. Once the information is disclosed, the search engine does not keep records.

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In real life, the region affects our privacy, so it is easy to control. But in the network, it is difficult.

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People often forget that what they do will be recorded forever.

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Therefore, individuals must be protected.(TRANSLATOR: Obviously, Google is being promoted .). Therefore, protection means trust.